How We’re Fueling Innovation around the World, Beginning in Detroit

At Celanese, we recently revved our engines and turned an exciting new corner in how we’re approaching trade shows. In January we debuted a new VIP Hospitality Suite at the North American International Auto Show in Detroit, where we engaged customers in new and compelling ways.

Leading up the event, our automotive customers had visions of us dancing in their heads with an engaging six-week Twitter campaign introducing the Hospitality Suite’s themes as well as live event coverage. In the midst of the NAIAS highway of exhibits and conference entertainment, our customers relaxed, recharged their devices, and indulged in chemistry-inspired refreshments with live chalk artist Tess Tobolic.

Customers also visited with Celanese sales and marketing team members as they rediscovered why we are great partners in business and the industry. They also joined us in a virtual ride to create the next generation of vehicles by taking the wheel and experiencing firsthand our new 3D car app where we showed our customers where Celanese materials can add value to every vehicle.

Our commitment to our automotive industry customers is significant, and at this year’s NAIAS we helped our customer refuel, refresh and rethink Celanese.

Please view this video showing the visual appeal of the Celanese NAIAS Hospitality Suite of 2015.

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About the author


A 23-year communications professional, Travis Jacobsen is global marketing communications manager for Celanese supporting the Materials core. When not promoting the Celanese brand and products, he can be found watching his two college sons on the baseball field or at the ballet studio with his dancing daughter.

There are 2 comments. Add yours.

  1. David Kosse says:

    Hi Travis,
    I want to offer a word of thanks for making the 2015 NAIAS a resounding success. The unique layout fostered engaging discussions with our customers.

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